BULMERS @ LANEWAY FESTIVAL

THE BRIEF

Reflect the independent spirit of Bulmers and promote the artistic inclinations of the Bulmers audience with an activation at the Melbourne and Sydney Laneway Festivals.

THE IDEA

Build a bar using repurposed industrial materials and create an art installation inspiring self curation – an installation built not by us, but by our audience.

THE RESULT

There were 33,000 units sold across both events and 1,250 participants in the art installations. Hundreds of photos were posted on social media showing Bulmer’s brand and onsite activity.

To capture the independent and artistic spirit of Bulmers, we collaborated with Melbourne furniture and landscape artist Greg Hatton. Together we built a bar and cider garden using recycled pallets, forming both a functional and aesthetically attractive activation space.

In addition to the bar we partnered with another Melbourne artist, Beci Orpin, to create the Bulmer’s The Places You’ll Go wall – an installation literally built from the hopes, dreams and aspirations of our audience.